1. MARKETING MANAGEMENT

2. Module I
Marketing – Nature and scope- Marketing as the
central function of an organization-
Evolution of Marketing- Marketing as
Creating, Communicating and Delivering –Value-
Value chain – Customer satisfaction as the end of
the value chain- Marketing Environment – Internal
and External environment- Marketing Research-
Marketing Information System.

3. References
1. Kotler Philip & Keller Kevin, Marketing
Management, Pearson Education, India
2. Czinkota Micheal. R & Ronkainen IIkka.
International Marketing, Cengage Learning.
3. Ramaswamy V.S & Namakumari. S Marketing
Management – Global Perspective, Indian
Context, , MacMillan.
4. Kotler Philip, Keller Kevin, Koshy Abraham & Jha
Mithileshwar Marketing Management – A South
Asian Perspective, Pearson Education.

4. Marketing
Meeting needs profitably
To deliver a high standard of living
Result in a customer who is ready to buy

5. • Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating , offering , and
freely exchanging products and services of
value with others

6. What is marketed?
• Goods.
• Services.
• Events.
• Experiences.
• Persons.
• Places.
• Properties.
• Organizations.
• Information.
• Ideas.

7. Definition of 'Marketing'
• American Marketing Association:
An organizational function and a set of
processes for creating , communicating and
delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders

8. MARKETING MANAGEMENT
• Art and science of choosing target markets
and getting keeping and growing customer
through creating, delivering and
communicating superior customers value.

9. Nature of marketing
• Process
• Flow of ideas , goods and services
• Exchange and transactions
• Customer satisfaction
• Goal oriented

10. Importance of marketing
• Helps the organization in planning
• Establish balance in demand and supply
• Helps to establish a communication system between the
producer and the consumer
• Ensuring maximum production at minimum cost
• Makes goods available to buyers at competitive prices
• Improve standard of living
• Economic development of the country

11. Functions of marketing
• Exchange functions
• Physical distribution or supply functions
• Facilitating functions

12. Concepts in Marketing

13. Organisations conduct their marketing activity
based on the competing concepts;
1. The Exchange concept
2. The Production concept
3. The Product concept
4. The Selling concept
5. The Marketing concept
6. The Customer concept
7. The Societal marketing concept
8. The Holistic marketing concept

14. 1. The Exchange concept
 holds that the exchange of a product between
the seller and the buyer is the central idea of
marketing.
 Exchange covers the distribution aspect and
the price mechanism

15. 2. The Production concept
 Consumers prefer those products that are
widely available and low in cost.
 concentrate on achieving high production
efficiency and wide distribution coverage.
 consumer oriented markets

16. 3. The Product concept
 holds that consumers favour those products
that offer the most quality, performance or
innovative features.
 focus on superior products and continuously
improving them.
 Leads to “marketing myopia”- focus on the
product rather than on the customer’s need.
(Prof. Theodore Lewitt)

17. 4. The Selling (Sales)concept
 holds that consumers, if left alone, will not
buy enough of the products.
 aggressive selling and promotional effort.
E.g. unsought goods- encyclopedia, insurance
 Inside-out perspective
Starting point Focus Means Ends
Profits
through sales
volume
Selling and
promotion
ProductsFactory

18. 5. The Marketing Concept
 holds that the key to achieve organisational
goals consists in determining the needs and
wants of target markets and delivering the
desired satisfactions more effectively and
efficiently than competitors.
 customer centered (outside-in perspective)
Starting point Focus Means Ends
Profits
through
customer
satisfaction
Integrated
marketing
Customer
needs
Target
market

19. 4 pillars of marketing concept;
1. Target market: define it clearly
2. Customer needs: customer oriented thinking
3. Integrated marketing: Sales
force, advertising, customer service, product
management, marketing research (Internal
and external marketing)
4. Profitability: achieve the organisation goals.

20. 6. The Customer concept
 Provide separate offers, services and messages
to individual consumers.
 collect information on each customer’s past
transactions, demographics, psychographics, a
nd media and distribution preferences.
 achieve profit through capturing a large share
of each customer’s expenditures.
 building high customer loyalty and focusing
on customer lifetime value.

21. Profitable growth
through capturing
customer
share, loyalty, and
lifetime value
One-to-one
marketing
integration and
value chain
Customer needs
and values
Individual
customer
The Customer Concept
Starting point Focus Means Ends

22. 7. The Societal marketing concept
(humanistic or ecological marketing)
 holds that the organisation’s task is to determine
the needs, wants and interests of target markets
and to deliver the satisfactions more effectively
and efficiently than competitors in a way that
enhances the consumer’s and society’s well being.
focuses on;
 company profits
 consumer want satisfaction and
 Public interest
 Build social and ethical considerations

23. ADIDAS- community projects
o Avoiding under age employees
o Sports events sponsorship
o Supporting the construction of sports grounds
o Support for local community sports
o Better pay for local workers in UDC’s
Coca Cola’s community programs are;
Local water supply
Community developments like sports

24. 8. The Holistic marketing concept
 based on the development of design, and
implementation of marketing programs, processes and
activities, that recognizes their breadth and
interdependencies.
Four elements are;
 relationship marketing (Customers, channels, partners)
 integrated marketing (communications, products and
services, channels)
 internal marketing
 social responsibility marketing
(ethics, environment, legal, community)

25. Holistic
marketing
Social
responsibility
marketing
Internal
marketing
Integrated
marketing
Relationship
marketing

26. Evolution of marketing
Stages in the history of marketing
• The Trade Era
• The Production Orientation Era
• The Sales Orientation Era
• The Marketing Orientation Era
• The Relationship Marketing Era
• The Social Marketing Era